040192 VO ABWL Marketing I (2024S)

This foundational marketing lecture encompasses several objectives: (a) emphasizing the relevance of marketing for managerial decision-making in today's economy, (b) introducing fundamental terms, approaches, and concepts within the marketing discipline, and (c) sparking interest among the audience to further study the subject at an advanced level.

Specifically, the course provides an introduction to marketing as an approach to business management. In three blocks (Foundations, Instruments, Implementation), the lecturer systematically guides through the contents of the exam literature (textbook) in interactive lecture sessions (in the lecture hall). Practical examples are used to illustrate and collectively discuss the covered concepts and tools. Throughout the semester, we initially delve into fundamental concepts and market-oriented thinking and actions as the foundation of all marketing activities. Subsequently, central marketing concepts and instruments on strategic and operational levels are systematically presented. These are then further explored in terms of current developments in marketing practice and gradually integrated.

In this course, you will (1) become acquainted with the specialized terminology, tasks, possibilities, and limitations of marketing, (2) develop an understanding of marketing as a strategic approach in the customer- and success-oriented market presence of companies, and (3) systematically engage with the conception, benefits, usage, and mutual alignment of various marketing instruments ("4 Ps"). The lecture units are designed to build upon each other. Participants will receive guidance for intensive literature study and the opportunity for direct interaction with the lecturer.

The lecture takes place weekly and serves as preparation for the final exam. The course is not examination-immanent; attendance in the lecture sessions is thus not compulsory. The lecture units are conducted on-site, streamed and recorded for later viewing. Recordings - as well as slides and handouts - will be available in Moodle after each session. You will have access to all materials until the last exam date for this lecture (which is at the end of the next semester = 2024W).